NGLC

Hispanics Display Unique Mobile, Web Habits

From MarketingCharts.com

US Hispanic adults 18 and older display mobile and internet habits notably different from the non-Hispanic and general adult populations, according to data released in October 2011 by the Prosper Insights Hispanic Insight Center. For example, almost 68% of Hispanic adults download mobile apps, 28% more than the 53% of non-Hispanic adults who download mobile apps.

In addition, 56% of all adults download mobile apps, meaning Hispanic adults are 21% more likely to do so.

Cable TV, Magazines Trigger Hispanic Search

When it comes to triggers for online search, Hispanic adults are much more likely to have their search behavior triggered by cable TV and magazines than non-Hispanic adults or the overall adult population. The leading online search trigger for Hispanic adults is magazines, used by almost 41% of Hispanics. This makes them 17% more likely than non-Hispanic adults (35%) and 14% more likely than overall adults (36%) to perform a magazine-driven online search.

In addition, 35% of Hispanic adults have online searches triggered by cable TV, 21% more than non-Hispanic adults (29%) and 13% more than overall adults (31%). Hispanics have similarly higher rates of online searches triggered by blogs, cell phone and email advertising. Their rates are significantly lower for the triggers of direct mail and reading an article.

Hispanics Blog More

Hispanics use blogs more frequently than other adults. About 15% of Hispanic adults read blogs regularly, 25% more than non-Hispanic adults (12%) and 15% more than overall adults (13%). Hispanic adults also maintain blogs (6%) at a rate 50% higher than non-Hispanic adults (4%) and 20% higher than overall adults (5%).

In addition, 6% of Hispanic adults post to blogs, compared to about 5% of both non-Hispanic and overall adults (roughly 20% more likely to post).

Other Findings

51% of Hispanic adults perform online research before shopping in a store regularly, 27.5% more than the 40% of non-Hispanic adults and 24% more than the 41% of overall adults who do so.

24% of Hispanic adults perform online search via cell phone, 71% more than 14% of non-Hispanic adults and 50% more than 12% of overall adults.

Hispanic adults are much less likely than non-Hispanic adults to own a desktop computer but somewhat more likely to own a wireless laptop or netbook, Droid or iPad, and much more likely to own an iPod or iPhone.

Pew: Latinos Less Plugged In

US Latinos are less likely to access the internet, have a home broadband connection or own a cell phone than whites or blacks, according to an August 2011 study from the Pew Research Center Project for Excellence in Journalism. Data from “The State of the News Media 2011″ indicates that about two-thirds of Latino (65%) and African American (66%) adults went online in 2010, roughly 14% less than the 77% of white adults who did so.

Furthermore, only 45% of Latinos have broadband access at home, 13% less than the 52% of blacks and 31% less than the 65% of whites with home broadband access. Just more than three-quarters, 76%, of Latinos owned a cell phone in 2010, 4% less than the 79% of blacks 11% less than the 85% of whites who owned cell phones.